BritBox – Identifying motivating marketing messages
Prior to launching BritBox, the marketing team wanted to understand the most motivating way for them to communicate the proposition.
We used a combination of statistical techniques to provide rich insight into how best to layer together marketing messages to raise awareness and drive consideration and provided a bespoke excel simulator for BritBox to explore the impact of different message combinations across audiences. Our stats toolkit included a Max Diff exercise to create a definitive ranking of messages, TURF to show which combinations of messages had the most appeal across unique consumers, KDA to identify the implicit relative importance of messages for driving purchase, and latent class analysis to see if the messages that people find motivating group them into meaningful audience segments.
The findings provided detailed guidance to inform BritBox marketing campaigns. This guidance was so useful that following a later market segmentation the research was refreshed to identify the impact of messages on BritBox target segments.